The sixth Tea Industry Conference, a significant event centered on the future of tea, recently commenced in Jiangkou County, Tongren, Guizhou. This year's theme, "Maintaining Integrity and Innovating with Matcha to Facilitate Industrial Transformation and Upgrading," brought together nearly 400 participants, including international representatives from countries like Australia, Italy, and Denmark, as well as domestic tea industry leaders, research institutions, and media.
Spotlight on Matcha Industry and Diversified Development
The conference highlighted matcha as a key driver for innovation and growth in the tea sector. Local and international experts shared insights on advancing matcha production, expanding its applications, and enhancing global competitiveness.
In his welcome address, Li Zuoxun, Secretary of the Tongren Municipal Committee, emphasized Tongren's commitment to innovating the matcha industry. Efforts include establishing pharmaceutical-grade sterile production lines, achieving full utilization of 2000-mesh matcha, and developing diverse consumer products. These initiatives aim to integrate matcha into food, health products, and daily chemicals, thereby boosting rural revitalization.
Liu Zhonghua, President of Hunan Normal University and a Chinese Academy of Engineering academician, underscored the importance of leveraging technology to overcome industry bottlenecks and using culture to enhance brand value.
International perspectives were provided by H.E. Majintha Jayesinghe, Sri Lankan Ambassador to China, who highlighted the century-old cooperation between China and Sri Lanka in tea and called for strengthened cultural and trade exchanges.
Mu Degui, former Chairman of the Standing Committee of the Guizhou Provincial People's Congress and current President of the Guizhou Tea Association, noted Guizhou's progress in building the world's largest matcha refining workshop and exporting EU-standard matcha to over 40 countries. Through a model integrating leading enterprises, alliances, and farmers, the province has consolidated 61 companies and 140,000 mu (about 9,333 hectares) of EU-standard tea gardens for global sales.
Zhai Huqu, Honorary President of the China Association for the Promotion of International Agricultural Cooperation (CAPIAC), pointed out that while China's tea production increased to 3.74 million tons in 2024, export value declined to $1.419 billion. He stressed that matcha, with its high added value and health benefits, offers a breakthrough for industry transformation but warned against homogeneous expansion, advocating for resource-based scientific layout.
Innovative Approaches and Global Insights
The conference featured专题分享 (thematic sharing) sessions where experts proposed new ideas for matcha and tea product diversification.
Yin Junfeng, a researcher at the Chinese Academy of Agricultural Sciences (CAAS), suggested unlocking matcha's potential in the youth market through工艺 (process) and product innovation.
Meng Zude, Chairman of Guizhou Tongren Guicha Tea Co., Ltd., shared insights on matcha's development空间 (space) and its status as a "superfood" in Europe, outlining upgrade paths.
Jiang Yongwen, Deputy Secretary of the Party Committee at CAAS, presented on strengthening technological innovation to develop new productive forces in the tea industry.
Wan Xiaochun, former President of Anhui Agricultural University, discussed empowering green tea development with technology.
International speakers offered unique angles: Marco Bertona, President of the Italian Tea and Herbal Tea Association, recommended that Chinese matcha learn from Italy's geographical indication system to establish origin certification standards.
Alexis Kai, Vice President of the European Specialty Tea Association, noted that European youth view matcha as a symbol of a healthy lifestyle.
A dedicated training session on new tea drinks was held on May 9, featuring experts like Charlene Johnston, President of the Australian Tea Association, and Tu Youying, a professor at Zhejiang University, who discussed global trends, innovation in tea beverages, and the current state of new tea drinks and foods.
Exhibition and On-Site Observations
Local enterprises exhibited matcha powder, matcha ice cream, and other derivative products, attracting significant attention from attendees. The organizing committee arranged visits to matcha bases and production workshops in Jiangkou County, allowing guests to observe the entire process from planting and picking to intelligent processing.
Jiangkou County, a primary matcha production area in Tongren, reported impressive achievements: in 2024, matcha output reached 1,300 tons with a产值 (output value) of RMB 302 million, and sales exceeded 1,200 tons, generating RMB 286 million in revenue. Guicha products were exported to over 40 countries, including the U.S., Russia, and Japan, setting an example for Guizhou tea's global reach.
Release of Authoritative Reports
Several influential reports were released during the opening ceremony, providing data support and strategic guidance for the tea industry's upgrade.
The 2024 China Tea Import and Export Trade Analysis Report, compiled by CAPIAC's tea branch and the Belt and Road International Tea Trade Industry Technology Innovation Institute, analyzed global market dynamics across five dimensions: import-export data, tea categories, trade partners, and regional data. It revealed that China exported 374,100 tons of tea in 2024, with green tea accounting for 86.57% of exports, primarily to Morocco, Ghana, and Malaysia. Imports grew by 38.34%, mainly black tea from Sri Lanka and India.
The 2025 National Tea Regional Public Brand Influence Index Report, jointly prepared by CAPIAC's tea branch, assessed 88 eligible, self-reported regional public tea brands. Anxi Tieguanyin topped the list with an index score of 946.8, followed by Xinyang Maojian and Fuding White Tea, which excelled in brand operation and product quality.
The 2025 "Fanjing Matcha" Internet Communication Influence Index Report was also released, offering insights into the online presence and impact of Fanjing matcha.
Exploring New Paths for Brand Building
The conference also marked the launch of the "Analysis of Innovative Models for Tea Brand Building"课题 (research project). Led by CAPIAC's tea branch and commissioned by the Agricultural Management Institute of the Ministry of Agriculture and Rural Affairs, this project aims to address challenges in China's tea industry, such as being large but not strong, with low brand value. It will analyze current brand-building status, explore cultural connotations, and study innovative paths to develop methodologies for brand development.
The Sixth Tea Industry Conference was jointly hosted by CAPIAC, the Guizhou Tea Association, and the Belt and Road International Tea Trade Industry Technology Innovation Institute, and organized by CAPIAC's tea branch and Guizhou Tongren Guicha Tea Co., Ltd. By focusing on matcha, releasing industry reports, and delving into brand construction, the conference injected new momentum into enhancing the international competitiveness of Chinese tea.
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Frequently Asked Questions
What is matcha, and how is it different from regular green tea?
Matcha is a finely ground powder made from shade-grown green tea leaves. Unlike regular green tea, where leaves are steeped and discarded, matcha involves consuming the whole leaf, providing higher concentrations of antioxidants and nutrients.
Why is matcha considered a 'superfood'?
Matcha is rich in catechins, particularly EGCG, which has potent antioxidant properties. It also contains L-theanine, promoting calm alertness, and is valued for its potential health benefits, including boosting metabolism and enhancing mental clarity.
How can matcha be used beyond traditional tea?
Matcha is versatile and can be incorporated into various products such as lattes, smoothies, baked goods, ice cream, and even health supplements and cosmetics, leveraging its color, flavor, and health properties.
What are the key challenges in the matcha industry?
Challenges include avoiding homogeneous expansion, ensuring quality control from cultivation to processing, meeting international standards, and building strong brands that communicate unique value propositions to global consumers.
How is China improving its tea exports?
China is focusing on technological innovation, product diversification like matcha, enhancing brand influence, and adhering to international standards to increase the added value and competitiveness of its tea exports.
Where can I learn more about global tea trends?
For insights into market dynamics and innovative practices, consider reviewing recent industry reports and participating in international tea events. 👉 Discover advanced market insights